earticle

논문검색

희소성 상황에서 몽골소비자의 명품가방에 대한 지각된 가치가 구매의도에 미치는 영향

원문정보

The Effects of Mongolian Consumer's Perceived Value on Purchase Intention in the Scarcity of Brand Bags

첸도 바야스갈란, 강만수, 박상규

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초록

영어

Mongolian luxury brand market has been recording a high growth rate in last ten years. Global luxury brands have been designed and produced limited edition products specifically to stress the unavailability of products. Scarcity appeals have been known for some time to be a very important and widely used marketing strategies. Scarcity strategies are employed by sellers to influence consumer’s decision making. This study verify the influences of perceived scarcity on purchase intention through mediating variables perceived quality, assumed expensiveness, perceived symbolic benefits, uniqueness and perceived value. This study aimed to determine how luxury brand bags can cope with Mongolian consumer’s increasing interest in the scarcity.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 기존 문헌 고찰
 Ⅲ. 연구가설 및 연구모형
 Ⅳ. 실증분석
 V. 결론
 참고문헌

저자정보

  • 첸도 바야스갈란 Tsendoo Bayasgalan. 강원대학교 대학원 박사과정
  • 강만수 Kang Man Su. 신용보증재단중앙회 선임연구원
  • 박상규 Park Sang Kyu. 강원대학교 경영학과 교수

참고문헌

자료제공 : 네이버학술정보

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